“Out-of-home marketing might be the most underrated B2B channel right now,” says Charlie Riley, Head of Marketing at OneScreen.ai

In this episode of The Content Cocktail Hour, host Jonathan Gandolf sits down with Charlie Riley to explore the creative resurgence of out-of-home (OOH) advertising—and why it’s becoming a powerful tool for modern marketers. From billboards and digital signage to guerrilla tactics and experiential stunts, Charlie shares real-world examples of brands breaking through the noise with memorable, measurable campaigns.



They dive into how OOH has evolved from guesswork to data-driven precision, what B2B marketers can learn from D2C, and why internal storytelling is just as critical as external messaging. Plus, Charlie offers sharp insights on the limits of marketing titles, the value of partners over vendors, and how small teams can make a big impact.

In this episode, you’ll learn:

1. How out-of-home fits into modern marketing, and what makes it measurable
2. Why internal marketing is often more critical than external campaigns
3. How to use data and instinct to find your ideal customer

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://audienceplus.com

Connect with Charlie on LinkedIn: https://www.linkedin.com/in/charlieriley/

Explore OneScreen.ai: https://www.onescreen.ai

Timestamps:

(00:00) Intro

(01:27) Charlie’s path to marketing leadership

(03:15) Why out-of-home is more than just billboards

(05:30) Creative case studies and real-world OOH impact

(07:10) How OneScreen uses data to eliminate the guesswork

(10:45) The B2B vs D2C mindset shift

(14:15) Using out-of-home for ABM

(16:40) Storytelling with data

(19:00) Why marketing titles are often misleading

(21:10) Internal marketing is your hidden superpower

(23:30) Snorkeling vs. deep diving as a modern marketer

(25:00) How to partner with OneScreen